Umm...ok I didn't read the whole article...but they are restricting resale on internet sites to certified shimano dealers right?...as far as I know, a lot of places do this, however the online stores themselves ignore the rules. Makes sense to me as, in this case, warranty should go smoother. (I can't think directly of other companies right now but I believe there are a few...)

btw I am not a person who likes shimano, the opposite really (go sram), but I do understand where they stand.